新冠肺炎疫情衝擊全球旅遊、住宿業，2020年國際旅遊觀光的數量相較於2019年大幅衰退超過70%，我國2020上半年，來台旅客較2019年同期大幅下滑78.9%，商務客與觀光客無法來台，2020關閉的大型飯店至少9家，唯有靈活運用定價策略，增加飯店營收，方能面臨此變動巨大的競爭市場。查過往國內外文獻，受限於單一個案飯店的細部資訊不易取得，多以國際型連鎖飯店或是星級旅館為研究對象，探討面相侷限於官方公開的房間數、住房率與平均房價之間對客房營收的關聯性，但每間飯店所在之區域地理環境及目標族群皆不相同，仍有其他影響客房營收因素未經過去研究檢視。

本文以竹湖暐順麗緻文旅2017至2020年共4年資料，以計量模型進行統計分析，除內部旅館行政資料分析三大客群 (散客、商務客，團體客) 營收趨勢，並蒐集政府補貼旅遊政策、鄰近大學行事曆中的重要活動等外部資料，釐清本文研究對象的地域獨特性影響因子。實證結果得到連續假期與週末假日、政府相關補貼或當地城市促進旅遊相關政策，以及交大重要活動對總客房營收與散客營收有正向影響，其中，飯店因距離交大步行僅需三分鐘，此獨特區域性依據價格需求彈性以及替代品與否進行房價變動的模擬分析，以增加飯店營收，可提供旅館經營者定價策略之參考。

The business of travelling agency and worldwide hotel industry have been significantly impacted by COVID-19 in the year of 2020. The number of international tourists in 2020 dropped by over 70% and the number of tourists entering Taiwan in the 1st half of year 2020 also declined by 78.9% comparing to the number in 2019. Because of losing business from tourists and business travelers, at least 9 major hotels in Taiwan had to close their business. In such a challenging and critical situation, the hotel industry would have no choice but to apply flexible pricing strategy in order to increase the revenue and try to survive in the severe competition. Due to the difficulty accessing to the data of a single hotel, the past researches can only focus on the international hotel chains or star-rated hotels with public data that narrows the research direction to be the relationships between hotel revenue and room numbers, accommodation rate, as well as average room price. Since each hotel’s geographic location and target customers are different, it is obvious that there are some ignorable factors that have impacts on the hotel revenue.
This paper utilizes econometric analysis based on the detailed data of Landis Inn Chuhu from 2017 to 2020. In addition to the internal data of revenue trend from three major target customer groups (individual tourists, business travelers, and group guests), the research also collects external data from government subsidizing travelling policy and major event dates of neighboring universities in order to justify the influence level of geographic factors. Our regression results show that weekend, long holidays, government subsidy policy, city promotion program, and National Chiao Tung University (NCTU) major events are all positive factors to the revenue of individual tourists as well as total hotel revenue. Furthermore, because it is only 3-minute walking distance between the hotel and NCTU, the price elasticity during the NCTU activity dates is regarded as pretty low. We thus perform a simulation study to see what the hotel revenue would be impacted by adjusting the price in response to NCTU activities. This simulation analysis can provide a sound reference for hotel managers when deciding their pricing strategy.

論文摘要 I
Abstract II
致謝 IV
目錄 VI
第壹章 緒論 1
第貳章 文獻回顧 4
第一節 營收管理的起源與定義 4
第二節 營收管理的特性 5
第三節 其他重要影響因素 6
第參章 資料、變數與模型設定 7
第一節 竹湖暐順麗緻文旅簡介 7
第二節 資料來源與變數說明 8
第四節 實證模型設定 10
第肆章 實證分析與討論 11
第一節 三大客群客房營收與房價之趨勢 11
第二節 影響客房營收因素的實證結果 12
第三節 鄰近大學重要活動定價調整之模擬 16
第伍章 結論與建議 20
第一節 結論 20
第二節 研究限制與未來研究方向 21
參考文獻 22

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